Arvind to revamp four brands

Arvind Brands Limited, a Lalbhai Group company, is revamping four of its core brands. The company will also double the number of its exclusive retail outlets to 100 by March 2007. To begin with, the company has just completed the makeover of its flagship brand "" Excalibur "" and relaunched it across the country. Other brands that will be revamped include Flying Machine, Newport and Ruf & Tuf jeans.

Suresh J, chief operating officer, said, "We have just relaunched Excalibur brand and are in the process of finalising the details of revamping Flying Machine and Newport. We plan to hire an international design firm to work out the new image for these brands and expect to relaunch them by February next year."

Excalibur is a power brand from the Arvind Brands portfolio, which grossed turnover worth Rs 47 crore in FY06. It is expected to contribute Rs 60 crore to the company's turnover this year. By next fiscal Excalibur would become a Rs 100 crore brand, Suresh told Business Standard. The company, which reported Rs 95 crore turnover last year, is targeting Rs 120 crore this year "" a growth of 25 per cent.

Arvind Brands would spend 10 per cent of its turnover on a new advertisement campaign involving both print and outdoor publicity this year. the company will also use TV channels selectively. Suresh said the company's store design had also undergone a revamp with a new look featuring a unique concept created by London-based design firm JHP Designs.

The retail expansion will be carried out through company-owned stores, franchisee stores and unique partnerships with large format stores.

Arvind Brands will open 25 stores independently and the remaining will be opened through the franchisee route. It aims to add 300 stores in three years. The company is positioning the Excalibur brand for young office going men.

"Our research shows that while the young working executive is obsessed with success they also want to live it up. Excalibur has successfully translated this insight into a meaningful brand essence, which revolves around 'Live, Work and Play'."

"Excalibur is a mass merchandised brand with premium imagery. We will deliver world class products and experience to the Indian consumer while retaining the core values of affordability," said Suresh.

The product range includes shirts, trousers, belts and ties and the expanded product portfolio is now available in five distinct collections.